A desire to create breakthrough brand messaging that stands out in a sea of sameness has led Anytime Fitness to embark on a transformative diversity and inclusion program across the organisation.

Stronger engagement with health and sustainability conscious consumers as well as the food services sector are in the sights of Simplot’s GM marketing, Katie Saunders, as she spearheads a push into augmented reality (AR).

Non-Fungible Tokens, or NFTs, have become the latest hot digital item and brands are clamouring to embrace them. From community engagement to creative expression, raising funds for not-for-profits, lead generation, campaign promotion and influencer marketing, brand uses cases of NFTs are already wide in scope.

It’s a truth increasingly acknowledged that human beings only have a finite amount of decision- making power in any given day. And it’s minimising the mental cost of switching from B2B to B2C decision making Zai global CMO, Andrea Linehan, was keen to avoid when she set out to orchestrate a global rebrand bringing two such teams together.

It’s been another year of pivoting and adapting for Australia’s marketing chiefs as they continued to navigate the unchartered waters of Covid-19. Which is why it was not surprising to find this a common theme pervading every one of our top 10 CMO profiles for 2021.

Social media sites Twitter and TikTok and have revealed their standout brand campaigns of 2021 from across Australia’s marketing landscape.

Many marketers talk about the experience they provide around their brand’s products and services. But for one emerging telco, the brand, service and experience can’t be separated.

SmileDirectClub, the tele-dentistry platform that connects customers to dentists or orthodontists in its network, wanted to go one step further in linking people with healthcare.

Brand differentiation based on local credentials is in the sights of new Australian Ugg Boots chief executive, Paul Stern, as he takes up the reins of his first CEO position.

Today seemingly every brand has suddenly discovered its values. Which means for those who always had them, being recognised for them can now be a challenging task.

Amid the recent flurry of brands promoting carbon offsets, recycling programs and other sustainability initiatives, there is another, much more fundamental issue hiding in plain sight. If the purpose of marketing is to influence people to consume a product or service, then isn’t marketing itself one of the key causes of the environmental degradation so many brands are now working against?

Sisters Chloe and Olivia Brookman, who had dreamed of creating something magical together since they were children, founded Olli Ella in 2010 with the goal of creating homewares, toys and apparel in a sustainable, environmentally conscious way.

Like many existing brands, Fight Gear Direct had reached a certain level that required shifting the focus from growing sales to sustaining sales. Yet a lack of focus in innovation across product categories or marketing and no real desire to continue growing an audience was holding it back.

Building a global brand stretching across a B2B value chain and matrix of industry stakeholders through to the grocery store shelf is a challenge in itself. Throw in a completely new technology, the promise of significant sustainability gains, an indirect product sales model and the global pandemic, and it’s an even more dynamic, challenging task.

It’s one thing for brand marketers to build a campaign proposition, creative concept and marketing plan they’re happy with. It’s quite another to orchestrate the work with speed, consistency and agility.

A new research paper by Forethought advisory is encouraging marketers to leave environmental, social and governance messaging and stories to the corporate affairs or PR teams and focus instead on attributes truly driving consumer brand choice.

With Australia poised to report its biggest online shopping event on record, one ecommerce startup is hoping its recent brand launch will help it snare a significant chunk of that business.

For almost 33 years, Quest Apartment Hotels has forged close relationships with corporate clients, with its serviced apartments becoming a default option for business travel programs. But as employers have become more responsive to the whims of their staff, they have also begun offering more choice as to where they stay.

In a recent study conducted by Indeed, 80 per cent of Australians surveyed expressed the desire to work for companies that promote diversity and inclusion (D&I).

The history of Australian technology innovation is littered with great research-based tech breakthroughs that fail to grow into sustainable global businesses. For every ResMed and Cochlear there are hundreds of others that almost no one has ever heard of.

“The credibility and integrity of marketers is instrumental to architecting an enterprise’s future, not just the future of a portfolio of brands,” according to Lion consumer and brand director, Anuhba Sahasrabuddhe. And it’s this very business minded approach the internationally experienced brand and marketing leader is now applying to her role at Lion, one of Australia’s most iconic and longstanding FMCG organisations.